Harley Davidson Celebrates 100 Years in Canada with Diversity Campaign

Harley Davidson is celebrating its 100th anniversary in Canada with a celebration of diversity using a series of documentaries sharing the wide range of what it means to be a Canadian.

In Canada specifically, we need to be more relevant to the demographic segments we aren’t reaching yet. The people that are bringing growth to the country, especially immigrants, know the brand, but it isn’t relevant to them. We are going to focus our activities in growing our relevance, especially with younger, urban immigrant demographics.

It reflects the reality of who a Harley rider is, but that reality is not very well known. When you go and see the different events around the world, not just in Canada, you see those connections between different people happening. The Canadian ambassadors we chose are really part of a riding community here. It wasn’t difficult to find the right people to embody this idea.

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Free the Children RBC Virtual Visa Debit

Free The Children Virtual Debit is a fully secure debit card that allows anyone 14 years of age or older to pay for online purchases directly from funds in their RBC bank account.

It’s nicknamed “A Card That Cares” (opens external website in new window)because RBC donates a portion of every purchase you make to support Free The Children (opens modal in new window) in creating positive change in the world.

#RBCGolf4Kids Challenge


RBC challenges 10 PGA TOUR players to ‘play it forward’ in support of children’s charities

Proving it’s not just their play on the course, but what they do off the course that makes them good, 10 PGA TOUR members gathered in Hilton Head, S.C. this morning to launch #RBCGolf4Kids, a new online challenge designed to raise money and awareness for several children’s charities.

 #RBCGolf4Kids invites Team RBC golfers and the public to engage in a fun social media challenge. By sharing a unique player hashtag on Twitter, Instagram, Facebook or at www.RBCmakeyourmark.com, fans can help their favourite player win a share of the $300,000 donation from RBC, for his or her charity of choice.

“This friendly competition off the course will require social media prowess in addition to top notch golf skills. You’ve heard of paying it forward, this is Team RBC playing it forward,” said Jane Broderick, chief brand and communications officer, RBC. “With some of the game’s most charitable golfers on our team, we know they are equally as committed as we are to making a difference in the lives of kids.”

Golfers will compete in a series of entertaining weekly challenges – such as sharing their best Throwback Thursday (#TBT) photo or crazy trick shot video – and will challenge each other and fans to do the same. The ultimate winner will be determined by the player whose hashtag is used the most. The challenge launched on Wednesday at the RBC Heritage and will wrap up at the RBC Canadian Open, during the week of July 21 at the Royal Golf Club in Montreal, Quebec.

“I’m proud to be part of this unique program to support Blessings in a Backpack and all of the other incredible organizations that work tirelessly to help children,” enthused Morgan Pressel, LPGA golfer and member of Team RBC. “I’m determined to make a difference and can’t wait to take on my teammates in what promises to be one of the most heated competitions this summer.”

“We’re always delighted to see our sponsors and players engage in new campaigns to raise awareness and funds – like #RBCGolf4Kids – as golf has been intrinsically linked to philanthropy for decades,” said Ty Votaw, EVP & chief global communications officer of the PGA TOUR. “The PGA TOUR and its tournaments recently surpassed the $2 billionmilestone in all-time charitable giving and we’re pleased to continue that legacy with this innovative competition.”

 

TELUS HELPS CANADIANS GIVE BACK TO THEIR COMMUNITIES

Telus launched its annual “Give Where We Live” campaign on social media July 15 with a YouTube video about Hugginz by Angel, a charity run by an 18-year-old Vancouver Island native.

Telus found out about Angel, who sews blankets and pyjamas for sick children in hospitals, during its ninth “Day of Giving” campaign this year, which asked Canadians to share how they give back to their communities. Each story would have a chance to have Telus donate $50,000 to its cause. Telus shot a video in which they give Angel a new sewing studio to help her do her work.

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Clean Drinking Water Campaign

CleanWater_Landing_July17_EIn April and July 2014, Procter & Gamble donated one day of clean drinking water for every P&G product purchased in store or online at Walmart to the Children’s Safe Drinking Water Fund. The Canadian initiative supported P&G’s goal to save one life every hour by 2020 through the provision of two billion litres of clean water each year. From May 1 2014 to March 31, 2015, the purchase of a selection of more than 20 P&G products including Tide, Pampers, Duracell, Dawn, and Pantene at Walmart also generated a donation.

The Children’s Safe Drinking Water Program utilizes P&G water purification packets, a water purifying technology developed by P&G to help reduce sickness and death resulting from drinking contaminated water. One small P&G water purification packet turns 10 litres of potentially deadly water into clean, potable water. Nearly seven billion litres of clean drinking water have been provided by humanitarian organizations across the globe using P&G packets, including CARE, PSI, Save the Children and World Vision helping to save an estimated 39,000 lives in more than 75 countries.

Molson Canadian Red Leaf Project

molson_red_leaf_projectLaunched in Canada June 2011, the Molson Canadian Red Leaf Project is a commitment to positively impact the Canadian environment in communities from coast to coast, incorporating tree plantings, urban greening projects and shoreline cleanup efforts.

In 2012, the Red Leaf Project was responsible for an additional 100 park clean-up projects across the country. With more than 5,380 volunteers participating from across Canada the Red Leaf Project, created a new pocket park in Calgary, planted more than 1861 trees, collected more than 220 bags of litter and removed more than 1,125 invasive species from parks and waterfront areas across Canada. More than 60% of consumers who participated said they “wanted to give back to the community and environment.”

While participating in a community greening event is reward enough for many people, many Red Leaf Project initiatives come with an added bonus – a free ticket to attend a local concert taking place afterwards.

The Red Leaf Project partners with Evergreen, a national charity in Canada that creates and sustains dynamic green spaces in parks, school grounds and communities across the country. By deepening the connection between people and nature, and empowering Canadians to take a hands-on approach to their urban environments, Evergreen is improving the health of our cities—now and for the future. For more information, visit www.evergreen.ca.

The Red Leaf Project drove significant engagement with consumers through digital media. There were more than 23,000 total “pins” redeemed online resulting in a $420,000 contribution to the program. The Molson Canadian Red Leaf project website received more than 110,000 visitors with more than 97,000 being unique visitors. The Facebook site had over 35,000 fans over the course of the program. The Red Leaf Project continues to be an initiative that positively drives brand equity and differentiation.

Tire Take Back

tire_take_backOntario Automotive Recyclers Association (OARA) and Ontario Tire Stewardship (OTS) hold an annual Tire Take Back event to raise money for the Sunshine Foundation of Canada. For 6 days in May, Ontario residents can drop off unlimited used tires for free at 60 participating OARA Member locations during business hours across the province.

OARA Members process end-of-life vehicles (ELVs) in an environmentally responsible manner, ensuring the environment is protected from potentially harmful operating fluids and toxins such as mercury and lead. All tire collection allowances from each tire dropped off go towards the Sunshine Foundation of Canada, an organization that helps dreams come true for children who are challenged by severe physical disabilities or life-threatening illnesses.

Since 2010, the collection events helped to raise over $700,000 dollars to support this cause.

This Shirt Project

roots_thisshirtBuy a T-Shirt. Build a school.

Dhani Oks, co-founder of the Academy of Lions, heard Michael “Pinball” Clemons speaking on the Bob McCown Show in December 2010 about his foundation’s 131 School Project. Inspired by the fact that it only takes $8,500 to build a school in Africa, Dhani enlisted the kids at the Academy of Lions to design a t-shirt that stated, “THIS SHIRT BUILT A SCHOOL IN AFRICA.” Dhani calculated that 500 shirts could build a school in Kenya or Sierra Leone. The goal was to sell enough shirts in one day to build a school.

On Christmas Day 2010, 200 t-shirts were sold with no marketing or funds for promotion. Dhani simply used social media tools to spread the word. The t-shirts continued to be sold in the Academy of Lions General Store.

In November of 2011, Dhani was giving a keynote address at Roots Headquarters. The Academy of Lions was partnering with Roots for the Roots Village Project. Dhani presented the idea of THIS SHIRT BUILT A SCHOOL IN AFRICA as an example of small, simple & powerful ideas. Roots co-founders, Don Green and Michael Budman were in attendance and were struck by the concept. A deal was made minutes after the presentation, where Roots agreed to produce and sell THIS SHIRT in stores and online worldwide, donating 100% of the profits to the MPCF to build schools in Africa.

To kick off this partnership, The Academy of Lions, Roots and the foundation worked together to strive to do something big and “Build a School in a Day”. The goal was to sell 500 shirts on December 8, 2011. That day, well over 500 shirts were sold and the goal was accomplished. The momentum has been maintained and to date enough shirts to build 8 schools through this initiative. Roots has committed to retail the shirts for one year and is still carrying the shirt as of July, 2014.

The White Cashmere Collection

cashmere-wccgroupThe White Cashmere Collection (WCC) is a fund- and awareness-raiser for the Canadian Breast Cancer Foundation (CBCF) that hinges on a mega runway fashion show. The bathroom tissue collection is crafted entirely using sheets of Cashmere bathroom tissue and showcases its Pink Cashmere product, with 25 cents from the sale of every package going to the CBCF.

Over the past decade, the collection has featured more than 120 top Canadian fashion designers and has been promoted using almost every platform from traditional advertising to social media. The goals for the 2013 program were to reassert Cashmere’s CSR position, celebrate the collection’s 10-year anniversary and surpass 2012′s massive media coverage.

Strategy
Until 2013, PR was the primary awareness driver for the program. Working with agencies Strategic Objectives, Fuse, Totem, John St., Maxus and Propeller Digital, the brand created a multi-layered, multi-phased cause marketing campaign that was designed to generate year-round media coverage for WCC. This was Cashmere’s most aggressive CSR marketing campaign ever.

Execution
A runway fashion show at Toronto’s AGO took place in September, hosted by breast cancer survivor and CTV Canada AM co-host, Beverly Thomson. The collection was curated by fashion designer Farley Chatto and starred 20 Canadian designers, whose garments and accessories were crafted using only Cashmere tissue.

The brand executed six bilingual and national traditional and social media campaigns over a 10-month period, and targeted fashion, beauty, lifestyle, news, trade and consumer journalists to create awareness. Toronto, Vancouver and Calgary media tours expanded regional coverage and asked Canadians to visit the brand’s Facebook page and vote for their favourite garment. Cashmere donated $1 for each vote to the CBCF (up to $10,000).

For the first time, the WCC and CBCF were featured in a national Cashmere TV ad. Also a first, the brand’s parent company, Kruger Products, integrated the collection into its trade show and in-store sampling programs to showcase the program as well as the Pink Cashmere products.

Results
In the end, more than 155 million media impressions were generated, with 369 media stories as well as five-plus hours of broadcast coverage. The campaign also received more than six million Twitter impressions, 45,000-plus votes and the brand’s Facebook fan base grew by an average of 400 per day during the campaign.

The campaign won a Cause + Action Award and this write-up can be found on this page on Strategy Online.

The Lush-est of gardens

By Erin Knutson

Special to The Pioneer

Since 2007, the ethically conscious handmade cosmetics company Lush Canada has been generously donating its profits from their charity-giving enterprise Charity Pot. Envisioned by CEO and founder Mark Constantine, the handmade cosmetic program supports grassroots organizations in exciting new ventures.

Locally, the Groundswell Community Greenhouse has been the recipient of a $20,000 donation by Lush towards its modern 12,000 square foot state-of-the-art permaculture garden. Harnessing both permaculture and renewable energy, Groundswell is in year four of construction on its inspired project.
“We are creating an outdoor teaching space, an open stage, a gathering place for community outdoor events,” said Bill Swan, project leader for the Groundswell’s Community Greenhouse development. “We are pushing toward completion — we are at eighty per cent.”

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